2021年Q1亚洲流媒体报告.docx

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1、and territories in Q1 2021:This regional report includes streaming traffic mEastern AsiaCentral AsiaSouthern Asiasured from the Allowing courvriesfSoutheastern AChinaKazakhstanAfghanistanBrunei DarussalamArmeniaOmanHong KongKyrgyzstanBangladeshCambodiaAzerbaijanQatarJapanTajikistanBhutanIndonesiaBah

2、rainSaudi ArabiaKorea (north)TurkmenistanIndiaLaosCyprusSyriaKorea (south)UzbekistanIranMalaysiaGeorgiaTurkeyMacauMaldivesMyanmarIraqUnited Arab EmiratesMongoliaNepalPhilippinesIsraelYemenTaiwanPakistanSingaporeJordanSri LankaThailandKuwaitTimor-LesteLebanonVietnamVietnamOccupied PalestinianTerritor

3、yQuality by deviceWhen it comes to devices in Asia, streaming quality improved across the board for video start failures and picture quality. Connected TV devices saw the largest drop in video start failures with 78% improvement, followed by smart TVs with 53%. Tablets and smart TVs saw the biggest

4、gains in picture quality with bitrate up 27% and 24%, respectively.Minutes per play was down by 6% year over year in Asia with connected TV devices and smart TVs seeing the biggest slides, down over 30% each. Mobile phones also had declines, down 12%. Tablets and desktops both increased in minutes p

5、er play, while gaming consoles held steady.Video start time was another mixed bag across devices. Overall, it was 7% worse year over year in Asia with desktops up 30%. Big screens won out inthis category as connected TV devices, smart TVs, and gaming consoles all had shorter video start times year o

6、ver year with connected TVs improving most with 49% shorter start times.Buffering shows a similar story. Although gaming consoles suffered from an 18% increase, the two other big screens, connected TV devices and smart TVs, had less buffering time than Q1 of last year. Desktop showed a whopping 94%

7、increase in buffering time, giving it the dubious honor of worst in this category, but mobile phones and tablets also trended up at 16% and 24%, respectively.In Q1 2021, gaming consoles were the best device for minutes per play, buffering, and bitrate but they still captured a very small share of vi

8、ewing in Asia. Gaming consoles did also have the highest video start time of any device at 4.6 seconds.Min/PlayVideoStart FailuresVideoStart TimeBufferingBitrateOverall10.9| -6%0.56% | -35%2.76| 7%1.30% | 30%1.97 | 10% =o / _-Connected TV Devices12.8 |-35%0.83% | -78%2.39 |-49%0.72% | -2%3.57 | 9%嚼S

9、mart TV10.4 |-31%1.17% | -53%3.51 |-26%1.57% | -46%4.73 |24%Mobile Phone7.6 | -12%0.43% | 5%2.96| 0%2.02% | 10%1.71 | 6%Desktop16.7 | 8%0.47% | 0%2.49 | 30%0.80% I 94%1.75| 3%/一、 1儆I ?Gaming Console22.2 | 0%1.07% | 37%4.60 | -7%0.37% | 18%6.71 | 4%口Tablet11.5| 12%1.53% I -23%1.96 | 0%0.76% | 24%2.18

10、 |27%Streaming publishers reap big rewards on social mediaVideo is prime social content, so its no surprise that streaming publishers have gone all in on social in new and exciting ways to kick off 2021. Total posts from streaming publishers on Facebook, Instagram, Twitter, and YouTube nearly double

11、d from Q1 of last year, up 99%, and publishers posted 39% more video content. While engagements dropped in many categories towards the end of Q4, streaming publishers saw success of their content-heavy strategy with total engagements up 24%.The additional content didnt only increase engagement, it a

12、lso boosted audience growth by 61% across Facebook, Instagram, TikTok, Twitter, and YouTube, with TikTok driving much of the growth for streaming publishers. Unsurprisingly, Netflix handily dominated the list of streaming publishers in terms of cross-platform total audience with 234 million follower

13、s across Facebook, Instagram, TikTok, Twitter, and YouTube as of Q1 2021. Apple TV, Amazon Prime Video, WWE Network, and Disney+ made the top five, as each captured more than 10 million cross-platformTotalPosts61%Growth inAudience1NETFLIX234MFacebook, Instagram, Twitter, YouTubeQ1 2021 vs Q1 2020Tot

14、alTotal Q1 2021 vs Q1 2020VideosEngagementsFacebook, Instagram, TikTok, Twitter, YouTubeprimevideo23.1 M4WWE Network17.1M5Disney+10.3M6Crunchyroll9.95M7Funimation9.90M8LOL Network9.87M9Hulu7.49M10AsianCrush6.18M33.4MSports leagues in Asia on the rebound, for nowSports leagues in Asia rallied with si

15、gnificant improvements on social media in Q1 2021 as compared to the previous year, when Asia was one of the first regions to experience the impacts of COVID-19. While uncertainty remains for the Indian Premier League (IPL) as the league faces a shutdown and a serious country-wide surge in COVID-19

16、cases, there was no denying the success they had in Q1 of this year, as engagements on social media increased 142% year over year.Increase in Content & EngagementQ1 2021 vs Q1 2020PostsVideo EngagementsShare of Video Video OnlyOther Types of PostFacebook, Instagram, Twitter, YouTubeIn baseball, the

17、Korea Baseball Organization (KBO) in South Korea was one of the first leagues in the world to delay and then return last year after a paused start to the season. The KBO season was officially delayed on March 10, 2020, days before any American leagues announced a suspension. Careful planning and pre

18、paration paid off for the league as they were able to start back up in May, far before many other sports leagues. The KBO was certainly impacted by the change as they showed a 176% increase in video posts and a 61% increase in total engagements compared to Q1 2020. Ifs safe to say they are fully bac

19、k in action.Nippon Professional Baseball (NPB) in Japan also issued a league suspension in March 2020 as their season had been slated to start March 20. Along with the KBO, they were one of the first leagues to return to action during 2020 and the teams were able to make a great recovery with 105% m

20、ore videos posted in Q1 2021 than the year prior with a 29% increase in total engagements.1%IPLFacebookInstagramNPBTwitter20%YouTubeKBOTikTok29%27%22%Social Sports AudienceShare of Followers by Platform fo Sports Leagues0.04%26%, 一The unique distribution of social sports audience in AsiaFacebook is

21、still significant for acquiring social sports audience in Asia, but the platform doesnt have the same dominance as it does for American and European leagues when you look across platforms including Facebook, Instagram, Twitter, YouTube, and TikTok. The IPL had the largest presence on Facebook with 5

22、1% of their audience on the platform, followed by Instagram at 22%, and Twitter at 20%. This distribution is similar to many American and European leagues.NPB and KBO are both unique in the distribution of their social audience compared to other sports leagues around the world. NPB fostered the majo

23、rity of their audience on Twitter with 55% share, followed by YouTube and Instagram at 15% each, and Facebook at 14%. The NPB was the only league weve measured at Conviva in 2021 thathad a higher share of audience on YouTube than on Facebook.The social audience for the KBO was most evenly distribute

24、d across platforms as the share for Facebook, Twitter, and YouTube audience was nearly identical. The KBO had the largest audience share on YouTube of any sports league weve researched at Conviva in 2021, including all American and European leagues.All leagues had begun their foray into TikTok, but

25、many of the teams did not have a presence on the platform, so share of audience remained small at 1% or less. By comparison, TikTok now accounts for 4% of the total sports audience for American and European leagues.ConclusionAs we get our first glimpse of the year-over-year pandemic impact, it is cl

26、ear that consumer interaction with streaming, advertising, and social media have been altered by the course of the past year. It is almost inconceivable to imagine what the world would have looked like under similar circumstances in some other time. Without the flexibility of streaming as people esc

27、aped to different rooms and into different worlds via their devices. Without the virtual interaction on social media that provided a creative outlet, a way to connect across distances. These pandemic lifelines have become fixtures of our daily lives and show no signs of subsiding as the world inches

28、 towards a new normal in 2021.MethodologyData for Conviva,s State of Streaming report was primarily collected from Convivas proprietary sensor technology currently embedded in 3.3 billion streaming video applications, measuring in excess of 500 million unique viewers watching 180 billion streams per

29、 year with 1.8 trillion real-time transactions per day across more than 180 countries. Year-over-year comparisons were normalized at the customer level for accurate representations of industry growth. The social media data consists of data from over 900 accounts, over 1.8 million posts, 910 thousand

30、 videos, 6 billion video views, and over 35 billion engagements across Facebook, Instagram, TikTok, Twitter, and YouTube.Q1 State of Streaming: Asia2021 began with some optimism for a return to normalcy, and with it came a new normal for streaming. A new normal that sees big screens dominate viewing

31、 as people watch less on smaller, mobile devices. A new normal where social investment is paramount and the powerful confluence of social, streaming, and advertising can no longer be ignored. A new normal where viewers watch when ifs convenient for them rather than following regularly scheduled prog

32、ramming live. While many trends continued in the first quarter of 2021, new directions appeared for the burgeoning industry. Streaming continued to grow: Asia*s growth was moderate at 15% year over year, while global viewing time rose by 36%, led by South America, Europe, and Africa which each exper

33、ienced triple-digit growth. Live viewing no longer dominant: On demand won out over live streaming for the first time ever in Asia as viewers spent 57% of their time watching on demand, up significantly versus the 44% share the previous Q1. Big screens are here to stay: While big screens have histor

34、ically captured less time in Asia than globally, where they account for 73% share of viewing time, in Asia smart TVs, connected TV devices, and gaming consoles saw the most growth over Q1 of last year. Android rules the big screen in Asia: Whereas Roku and Amazon Fire TV together accounted for almos

35、t half of the worlds big screen time, Android TV dominated viewing in Asia with nearly half of all time spent on big screens. Sports leagues in Asia rebound on social: Sports leagues in Asia rallied with significant improvements in engagements in Q1 2021 with the Indian Premier League (IPL) up 142%,

36、 the Korea Baseball Organization (KBO) up 60%, and Nippon Professional Baseball (NPB) up 29%.Regional growth in viewing timeOverall, time spent streaming in Asia grew by 15% in Q1 2021 versus Q1 of last year. Southern Asia, which includes India, Pakistan, and Iran, was a significant driver for growt

37、h with a massive 151% increase year over year. Western Asia also outpaced the larger region with 18% growth in time spent, while Eastern Asia tallied moderate growth of 4% year over year. Southeastern Asia and Central Asia lagged behind the rest of the continent with declines of 16% and 3%, respecti

38、vely.Regional Growth in151%Viewing TimeQ1 2021 vs Q1 202015%Asia OverallCentral AsiaEastern Asia18%Western AsiaSouthern Asia:Southeastern Asia-16%Quality by RegionReal Time Global RegionFiltersMetrics Q1 2021 vs Q1 2020Minutes / PlayVideo Start FailuresAsia Overall.10.9 .-6%Central Asia0.56 %-35%2.7

39、6 sec7%Video Start Time1.30%30%Buffering1.97 Mbps10%Bitrate33%3% | 3.32%18%2.67 Mbps3%-23%16%43%0%Southeastern Asia12.04%Eastern Asia2.97%16%4.62 sec-22%0.92%-32%102%Southern Asia6.7-28%0.54 %-67%|, 3.93 sec-40%-32%2.28 Mbps76%Western Asia6.238%YoY2.08 %-20%YoY4.97 sec-9%YoY3.06%8%YoY3.29 Mbps25%YoY

40、Regional quality varianceQuality was mixed for Asia in Q1 2021. Publishers know that experience has never been more important to viewers, but increasing demand can challenge the infrastructure. A concerted focus to mitigate buffering, shorten start times, and reduce failures will be needed to ensure

41、 viewers stay engaged. Minutes per play dropped 6% for Asia overall as Southern Asia dragged down the average with a drop of 28%, despite other regions increasing year over year. Western Asia saw the largest increase with minutes per play up 38%.Video start failures were down 35% in Asia overall as

42、Eastern Asia, Southern Asia, and Western Asia all delivered fairly significant decreases. However, failures in Central Asia and Southeastern Asia increased by 33% and 16%, respectively. Video start time worsened 7% in Asia overall, with 3% longer start times in Central Asia, and 16% longer in Easter

43、n Asia. Conversely, Western, Southern, and Southeastern Asia all saw shorter video start times. Buffering was up 30% in Asia overall despite both southern regions tallying decreases in buffering, as every other region noted increases.Bitrate was the real winner in all subregions and Asia overall, as

44、 the increased viewing on larger screens demanded increased picture quality. Southeastern Asia doubled its bitrate as the biggest contributor to the broader regions improvement, while Southern Asia also had an impressive increase of 76%, followed by Western Asia at 25%.Eastern Asia delivered the bes

45、t overall quality of any region in Q1 2021, only lagging in bitrate, which is expected with the smaller percentage of big screen viewing in the region. The highest bitrate was Southeastern Asia with 4.5 Mbps and the lowest was Eastern Asia at 1.8 Mbps. Central Asia had a number of quality issues wit

46、h the highest video start failures at 5.3% and longest video start time, which was a full 3.4 seconds more than the overall average start time in Asia. Unsurprisingly, Central Asia also tallied the lowest minutes per play at just 5.8. While Central Asia was also very close to having the highest buff

47、ering as well, Southern Asia performed slightly worse at 3.37% rebuffering rate versus Central Asias 3.32%Latest Range of SPI for Streaming AdsLatest Range of SPI for Streaming Ads45% SPI 81% SPIStreaming advertising bounced backIn more great news for streaming advertising this quarter, ad demand rebounded from the challenging second half of 2020 with improvements in qua